BETHESDA, MD—After something of a slow start, Marriott’s Edition brand is finding it’s footing and will soon have a much-expanded presence. The company has laid the groundwork to have six hotels on three continents open by 2015.
Edition properties are in various stages of development in the U.S. in New York and Los Angeles, as well as overseas in Abu Dhabi, Bangkok and Guragon, India. The new hotels will go far to help Edition establish more of a worldwide footprint, as well as raise awareness for the fledgling brand.
A collaboration between Marriott International and boutique hotelier Ian Schrager, Edition faced obstacles shortly after its launch in 2008 as a result of the recession and financing challenges. After significant delays, the first Edition opened in Waikiki in 2010. However, the brand’s success was short-lived when the property’s owner, M Waikiki, LLC, filed for bankruptcy resulting in the termination of its management agreement with Marriott. At present, the brand’s only property open is the Istanbul Edition in Turkey’s capital city, which debuted last year.
But despite early difficulties, the brand is now beginning to hit its stride as the economy recovers and developers are drawn to the brand’s unique positioning that blends Schrager’s design sensibility with Marriott’s operational prowess. “Despite the global economic downturn, we find that owner interest in Edition remains strong,” said Tim Miller, SVP/managing director of Edition, who praised its strong partnership with Schrager. “Having Ian behind the creative vision and concept for Edition is a critical differentiator within the segment. He is the driving force behind the creation and programming of each of our projects and comes to the table with a track record of ground-breaking, iconic projects. He continues to imbue that same level of intensity and passion that makes each Edition authentic.”
Among the new properties the brand is most excited about is the New York Edition, which will be located within the landmark Clock Tower building on Madison Ave. in Manhattan. Plans for the design of the hotel are already underway with the renovation and conversion scheduled to begin later this year. “The recent Clock Tower deal is symbolic of the growing interest in Edition, and we are excited to see what the next few years bring in terms of development,” Miller said.
Overseas, the Bangkok and Abu Dhabi Edition properties will both be part of mixed-use developments in their respective cities. The Bangkok hotel will be part of a mixed-use complex planned for one of the tallest buildings in Bangkok. The Abu Dhabi hotel will be part of the Al Bateen Harbor complex within the Abu Dhabi Marina, a luxury development including residential and retail components. While contracts have been signed for the hotels in Los Angeles and India, their exact locations have not yet been released. Miller noted the nature of the brand is such that it lends itself to both new-build and conversion opportunities around the world. “Because each property is unique, and not in any way cookie-cutter, both new construction and conversion opportunities work equally as well,” he said. “Our hotels are more about how they are customized for each market than the building itself. There is no real prototype for Edition and each hotel will be unique to its market.”
Meanwhile, aside from the handful of new hotels in the brand’s pipeline, two more Editions are also well underway. In Aug. 2010, Marriott acquired the shuttered former Seville Hotel on Miami’s Collins Ave., and since then, has been transforming the 12-story property into the Miami Beach Edition. The hotel is expected to open late next year.
In late 2010, Marriott also acquired the historic Berners Hotel in London’s Fitzrovia neighborhood. Closed since 2006, the property is currently undergoing a conversion and is set to debut as the London Edition next year. “Miami Beach and London are two of the world’s most exciting and vibrant travel destinations, and are a perfect fit for Edition,” Miller said. “Construction on the London and Miami Beach Editions are well underway—final designs have been approved and are in the process of being executed on the respective sites. London is scheduled to open in the first quarter of 2013 and Miami Beach in the fourth quarter of that year.”
Creating awareness
Miller added that making announcements for properties in such high-profile cities around the globe is already helping to enhance industry and consumer awareness for the Edition brand even though only one hotel is presently open. “Global awareness for Edition grows as we announce new properties in new markets. By having hotels in international gateway cities like London, Miami, New York and Los Angeles, we feel that awareness is automatically heightened,” he said.
However, the brand is also being careful to grow strategically rather than focus on a specific goal for its portfolio over the next five to 10 years. “We are looking forward to opening these new hotels and expect the brand to continue to grow. But we do not have any hard numbers for the pipeline. It will be whatever feels right for the brand,” Miller said. “We always have our eyes on vibrant, cosmopolitan gateway cities where we can create a new and interesting spot that is as much for the people who live there as it is for the people who visit.”